Leslie Goldberg, President, offered some insight on how the business has changed over the years, and coped with uncertain markets, and environmental shifts.

As a university student at the time of his father’s passing in 1976, Goldberg had not intended to run the family business. But as circumstance goes, he joined the company in 1976 and has made it the adaptable and highly reputable organization it is today.

Growing on the clientele of companies like Canadian Tire, Gillette, Stanley Tools, the company has seen many changes over the years.

After several years cultivating the retail carded packaging market side of the business, Goldrich responded quickly when they were approached to become the machinery dealer and plastic supplier for many of their clients’ packaging needs in the blister and skin card area.

Expanded service offering

“Expanding our services made growth easier and made us a prime supplier, at a time when other people were only able to supply a portion of the requirements” says Goldberg. From that vertical integration the company opened a design facility so that it could offer creative services, which at the time also gave Goldrich a strong competitive edge.

It was in the mid-80’s that clients approached Goldberg asking if his company could package their products – in addition to providing printing services. Wasting no time, the company agreed to provide the service and ended up packaging millions and millions of units from their facility. The result was that they couldn’t keep up with the demand, and overflow was sent to Goodwill Industries. Eventually, Goldrich bought the company. This furthered their integration: “not only were we manufacturers and printers and designers of components, we became the copackers of products, and we still copack for many clients today.”

However, there was a notable shift in the late 90s in the packaging landscape. Low-end packaging projects were farmed out to countries where inexpensive labour prevailed, in Asia, South America, and Eastern Europe. This affected many businesses in Canada. “The visual display carded market, the blister cards and skinboard segment of the carton industry practically disintegrated when this shift occurred, and it was a good thing at that time that we were going into the next phase of cardboard packaging business – folding cartons, which supplied us with growth and stabilized our operations.” With an adaptable business model, Goldrich was able to weather the storm of a changing industry.

One of the few industries that felt the effects less in North America was the food industry, as domestic food products had to be packaged domestically. True to the company’s adaptability, Goldberg decided to refocus the business into food packaging, and followed domestic markets that weren’t being hindered by international cheap labour: food, cosmetics, and pharmaceuticals. “We started looking at population-driven growth industries.”

Goldrich has been a member of the Packaging Association of Canada (PAC) for over two decades, and endorses the sustainable packaging movement.

“We are a very green company. We’ve continually moved towards products that don’t deplete or add to the carbon footprint. Lately we are out there promoting a relatively new type of cardboard called ‘Greenchoice 100’ as part of our commitment to green production.”

Greenchoice 100 is the first product of its type: it is made from 100% recycled fibres, is 100% recyclable, is 100% carbon neutral and purchases 100% clean renewable energy to offset energy used in its manufacture. The boxboard is manufactured from 100% post-use recycled waste paper fibres. Approximately 65% of this post-use waste paper is post-consumer material and 35% is industrial scrap. GreenChoice 100 is in compliance for direct food contact under the regulatory frameworks of the US Federal Food and Drug Administration Act (FDA), the California EPA Proposition 65 and the Canadian Food Inspection Agency. GreenChoice 100 also complies with the provisions of the model state law CONEG, for heavy metal content. Metal detection capabilities to a particle size of 1.0mm are available on sheeted stock.

Becoming a supplier for the biggest fast food chain in the world years ago also helped shaped Goldrich as the responsible and socially-conscious business it is today. When the company was approached to become a McDonald’s supplier, they had to change their packaging to be 100% safe and so they’ve continued evolving their food packaging ever since.

“Today we’re packaging in a very green and very non-toxic way. Our cardboards and inks conform to, and often meet or exceed industry safety standards. They exhibit a higher quality overall. This is important nowadays because our clients want to be leaders in their industries as they relate to the environment, they want to make a statement. We make it a priority to educate our clients on the products and processes out there that will help them be more socially and environmentally conscious.”

Reducing the impact

Goldberg has strong feelings about the environmental damage done in North American during the second industrial revolution.

“Our generation post-1950s did a lot of damage, produced so many toxic products and pumped so much damaging waste into the environment, and there is remorse for that. I feel that it is my part and my company’s responsibility to go out there and tell people that we’re doing something about it. We made the mess, and now we’re going to fix it.” GreenChoice is a perfect example of Goldrich’s green efforts – a greener product, but one that is as inexpensive as traditional material – meaning clients can protect their bottom line. “These products are not affecting companies’ bottom lines, so there is no reason not to use them.”

Goldberg says that “all of Goldrich’s products go back to recycled materials, whether it’s metal or tins or cardboard. Nothing is dumped in landfills, and we want to help our clients do the same.”

Goldberg’s efforts are far-reaching, and he sees his business grow because of his value-based operations.

“If North America becomes the industry leader, then hopefully other nations will see the example set and know they can do something to reduce business’ environmental impact.” What keeps things going in the recently tough, unstable economy? It’s got everything to do with the company’s reputation, and ability to set the bar for customer satisfaction. The company also has broadened the scope of their client base – serving clients as far as Japan. Now serving an international market, Goldberg is sure that the business will stand, as it always has, the test of time.